Jumbo's New CEO Is Bringing Back Meat Deals and Says the Supermarket Has Lost Its Shine
Jesper Højer, the Danish former Lidl boss who took over as Jumbo's CEO in January, has reversed the chain's two-year ban on fresh meat promotions and announced plans to renovate hundreds of stores.
Jumbo's new chief executive has used his first public appearance since taking the job to reverse one of his predecessor's most visible decisions and set out a recovery plan for a supermarket that he says has lost its way.
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Who Højer is and why he was hired
Danish executive Jesper Højer started as Jumbo's new CEO on 1 January 2026, following months of uncertainty at the chain. He spent fifteen years at competitor Lidl, where he was particularly successful in Belgium, transforming its image from a budget-only store into what he called a "smart discounter" where higher-income customers also chose to shop. He follows interim CEO Tom Heidman, who himself took over from long-serving boss Ton van Veen.
The challenge facing Højer is a significant one. Jumbo has been losing market share to Albert Heijn for several years and has faced falling revenue. The chain also spent several years at the centre of a scandal involving former CEO Frits van Eerd, who was convicted of money laundering.
What Højer found in his first 75 days
After 75 days in the role, Højer said publicly that the supermarket had lost its shine. He described the company as slow and complicated, with some stores looking tired. He also found a heavy meeting culture at Jumbo's headquarters in Veghel, where it was not always clear who was responsible for which decisions. "Then you cannot expect people to decide quickly," he said.
To address the management structure, Højer already reduced the board of directors from ten to seven members, and said the goal is to make the company faster and simpler.
Meat promotions return after two years
One of the most immediate changes is the return of fresh meat promotions. In March 2024, then-CEO Ton van Veen made the decision to stop all discounts on fresh beef, pork and chicken, as part of Jumbo's stated sustainability goals. The aim was to reduce meat consumption and shift the balance toward plant-based proteins. The decision was presented as a contribution to the so-called protein transition.
Jumbo has now reversed that decision, saying it did not achieve the intended effect. "Our goal was to set a movement in motion across the whole market. Unfortunately other supermarkets did not follow, meaning sales of meat simply shifted between supermarkets," a spokesperson told the AD. The ban reportedly cost Jumbo millions of euros in lost revenue.
The company says it still wants to work with other supermarkets to encourage customers to eat more plant-based food, and has expanded its plant-based range and run campaigns as part of that effort.
More promotions and a store renovation push
The meat reversal is part of a broader shift back toward promotions. Højer said customers want deals, and that Jumbo will increase the number of promotions, while doing so in a smart and measured way.
On the physical stores, Højer said there is catching up to do. This year, 75 stores are planned for full renovation and 150 will receive a smaller refresh. Formula director Ralph Bertrand acknowledged that store modernisation had not always gone to plan in recent years, partly due to difficult decisions about where to spend money during economically pressured times.
Højer said the turnaround is a multi-year project and described his task as bringing pride back to the company. He sees the job as long-term and said he would not have taken it if everything had to be fixed in a single year.
